The thing is, they haven't yet carved out a good part of the market for themselves to even begin to set in motion mechanisms for latching onto customers. Cycling a 10K with training wheels basically.
Oh, and I hate the name. MS thinks too long term, planning for the next wave of products and future integration (the name is to help distinguish products in the Surface family most likely). But, they should really care more about the products they're selling now and how to make them great sales.